California wants to change the perception of its food stamp program. The state has unveiled a new name. From now on, food stamps will be called “CalFresh.”

The California food stamp program hasn't even used stamps
since 2004. George Manalo-LeClair is with California Food Policy
Advocates, which spearheaded efforts to modernize the benefits
program's outdated name. Manalo-LeClair says it took several years
of focus groups and legislation to change food stamps to
CalFresh.

"That component of the word "fresh" came right from
the discussions."

CalFresh will be administered by the Department of Social
Services. Its director, John Wagner, liked using marketing tactics
to find words that avoid the suggestion of welfare.

"What didn't resonate was the term assistance
…stamps. Things like that. The new name is a better reflection of
the goals of the program, proper eating, proper nutrition, obesity
prevention."

More than three million Californians receive benefits
each month. The California Endowment provided $150,000 to change
food stamps to CalFresh.